To reduce is a key feature in many design principles, particularly in the contemporary market. The aim is to reduce negative impacts on cost, the environment, the consumer, the manufacturing processes, the material sourcing, the transportation and the disposal of the products involved. 
By doing this designers are not only increasing their social awareness and conscience in design terms, but are also making their products more appealing to the current consumer. Advertising and the media tells us that we can be 'better people' by using products and adopting new habits that reduce negative effects on the world we live in both environmentally and economically.
One method of marketing products recently has been to make one product that has the features of a multide of different products, therefore meaning a consumer only needs one piece of technology/one material product rather than two, three, four or even more. Therefore, less materials, manufacturing processes, advertising, transportation and disposal is needed.
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